MKT 100 Lecture Notes - Lecture 12: Marketing Buzz, Public Service Announcement, Personal Selling

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Laila Rohani

Document Summary

Advertising, sales promotion and personal selling 4/10/2015 6:39:00. Model that outlines the process for achieving promotional goals in terms of stages of consumers involvement with the message: attention. Senders first must gain attention of the consumers. A multichannel approach increases the likelihood the message will be received: interest. After the consumer is aware, they must be persuaded. The customer must want to further investigate the product/service: desire. I like it, i want it: action. Purchase is just one type of action. Advertising does not always have an immediate impact. Difficult to determine which exposure led to purchase. Informative advertising: advertising to educate about the product/service, early in the plc (product life cycle) Persuasive advertising: generally occurs in the growth and early maturity stages of the plc when competition is most intense, in the later stage of the plc may be used to reposition an established brand. Reminder advertising: after the products have gained market acceptance, top-of-the-mind-awareness.